Explore and measure brand love, and its antecedents and consequences, among portuguese consumers

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Maria João Lima
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/22306
Resumo: Relationship marketing is crucial in 21th Century. Thus, companies start to focus their attention on the relationships with their consumers, rather than expose the consumer to a product/service. This, led to the increase of relevance of some concepts beyond the literature, being Brand Love, one of them. Therefore, the present dissertation aims to explore the antecedents and consequences of Brand Love in Portugal, with the purpose of understand how brands can establish and maintain a love relationship with their Portuguese consumers, as well as, be aware of the inherent benefits of those relationships. In this sense, the methodology starts by a qualitative research – twenty in-depth interviews- , followed by a quantitative research – which gathered three hundred and eighty-seven valid responses to the online survey. Since a gap was found in the literature regarding Brand Love in Portugal, the qualitative research has the purpose to achieve the relevant variables related to this construct, as a mean to improve the design of further quantitative instrument of research. After the analysis of the results, it was possible to conclude that self-expressiveness and trust revealed to be the attributes that lead to highest level of love felt by Portuguese consumers toward brands. Additionally, this construct it is also positively influenced by innovation, hedonic value and the identification between the consumer and the brand. Consequently, a Portuguese consumer in love with a brand, assumes higher levels of loyalty, engagement on positive word-of-mouth and willingness to pay a premium price for that brand.
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spelling Explore and measure brand love, and its antecedents and consequences, among portuguese consumersBrand loveAntecedentsConsequencesPortugalAmor à marcaAntecedentesConsequênciasRelationship marketing is crucial in 21th Century. Thus, companies start to focus their attention on the relationships with their consumers, rather than expose the consumer to a product/service. This, led to the increase of relevance of some concepts beyond the literature, being Brand Love, one of them. Therefore, the present dissertation aims to explore the antecedents and consequences of Brand Love in Portugal, with the purpose of understand how brands can establish and maintain a love relationship with their Portuguese consumers, as well as, be aware of the inherent benefits of those relationships. In this sense, the methodology starts by a qualitative research – twenty in-depth interviews- , followed by a quantitative research – which gathered three hundred and eighty-seven valid responses to the online survey. Since a gap was found in the literature regarding Brand Love in Portugal, the qualitative research has the purpose to achieve the relevant variables related to this construct, as a mean to improve the design of further quantitative instrument of research. After the analysis of the results, it was possible to conclude that self-expressiveness and trust revealed to be the attributes that lead to highest level of love felt by Portuguese consumers toward brands. Additionally, this construct it is also positively influenced by innovation, hedonic value and the identification between the consumer and the brand. Consequently, a Portuguese consumer in love with a brand, assumes higher levels of loyalty, engagement on positive word-of-mouth and willingness to pay a premium price for that brand.O marketing relacional é crucial no século XXI. Posto isto, as empresas começam por focarse nas relações com os seus consumidores, em vez de os expor a um produto/serviço. Esta mudança, leva ao aumento de relevância de alguns conceitos na literatura, sendo o amor à marca, um deles. Posto isto, a presente dissertação possui como objetivo explorar os antecedentes e consequências do Amor à Marca em Portugal, como forma de perceber como é que mesmas podem estabelecer e manter uma relação de amor com os seus consumidores portugueses, assim como tirar proveito dos benefícios inerentes a essas mesmas relações. Neste sentido, o capítulo metodológico começa por uma pesquisa qualitativa – composta por vinte entrevistas em profundidade -, seguida de uma pesquisa quantitativa – que abrange um questionário online, onde foram obtidas trezentas e oitenta e sete respostas válidas. Tendo em consideração o gap existente na literatura em relação ao Amor à Marca em Portugal, acrescenta-se que a pesquisa qualitativa foi realizada com o intuito de reunir variáveis relevantes relacionadas com este construto, como forma de melhorar o design do instrumento de pesquisa quantitativo. Após uma análise dos resultados, foi possível concluir que a auto-expressividade e confiança revelaram ser os atributos que provocam um maior nível de amor à marca pelo consumidor português. Adicionalmente, este construto é ainda positivamente influenciado pela inovação, valor hedônico e identificação entre o consumidor e a marca em questão. Consequentemente, o amor à marca leva a um aumento da lealdade, passa-a-palavra positivo e predisposição do consumidor português para investir nessa mesma marca.2021-07-28T00:00:00Z2020-07-28T00:00:00Z2020-07-282020-07info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/22306TID:202658570engRodrigues, Maria João Limainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:30:10Zoai:repositorio.iscte-iul.pt:10071/22306Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:13:32.499795Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
title Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
spellingShingle Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
Rodrigues, Maria João Lima
Brand love
Antecedents
Consequences
Portugal
Amor à marca
Antecedentes
Consequências
title_short Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
title_full Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
title_fullStr Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
title_full_unstemmed Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
title_sort Explore and measure brand love, and its antecedents and consequences, among portuguese consumers
author Rodrigues, Maria João Lima
author_facet Rodrigues, Maria João Lima
author_role author
dc.contributor.author.fl_str_mv Rodrigues, Maria João Lima
dc.subject.por.fl_str_mv Brand love
Antecedents
Consequences
Portugal
Amor à marca
Antecedentes
Consequências
topic Brand love
Antecedents
Consequences
Portugal
Amor à marca
Antecedentes
Consequências
description Relationship marketing is crucial in 21th Century. Thus, companies start to focus their attention on the relationships with their consumers, rather than expose the consumer to a product/service. This, led to the increase of relevance of some concepts beyond the literature, being Brand Love, one of them. Therefore, the present dissertation aims to explore the antecedents and consequences of Brand Love in Portugal, with the purpose of understand how brands can establish and maintain a love relationship with their Portuguese consumers, as well as, be aware of the inherent benefits of those relationships. In this sense, the methodology starts by a qualitative research – twenty in-depth interviews- , followed by a quantitative research – which gathered three hundred and eighty-seven valid responses to the online survey. Since a gap was found in the literature regarding Brand Love in Portugal, the qualitative research has the purpose to achieve the relevant variables related to this construct, as a mean to improve the design of further quantitative instrument of research. After the analysis of the results, it was possible to conclude that self-expressiveness and trust revealed to be the attributes that lead to highest level of love felt by Portuguese consumers toward brands. Additionally, this construct it is also positively influenced by innovation, hedonic value and the identification between the consumer and the brand. Consequently, a Portuguese consumer in love with a brand, assumes higher levels of loyalty, engagement on positive word-of-mouth and willingness to pay a premium price for that brand.
publishDate 2020
dc.date.none.fl_str_mv 2020-07-28T00:00:00Z
2020-07-28
2020-07
2021-07-28T00:00:00Z
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